Richard Wright of Federation Media talked at Barcamp Auckland 4 about building FaceBook applications –- pitfalls and promotion. He worked on a campaign that involved using a FaceBook application to give away free beer. Some interesting technical challenges and details there. And other challenges too — despite apparently being technically within FaceBook’s (extraordinarily complex) terms and conditions, the application was taken down when FB objected to the free alcohol angle.

He gave some insights into what went well and what didn’t about the campaign. In a sharing campaign like this, it’s important to clarify exactly what is being shared. Is it the beer token? Is it the beer itself? Or is it the get-together with friends to go to the bar to get the beer? He said a bit more thought in this area would have improved the participation level. He referred to Social Object Theory and posited that FaceBook’s Live Stream is its social “Supersoul”. This may fit in with the theory’s concepts, but the thought that FaceBook has a supersoul just makes me want to throw my computer out the window.